1) Case Study 1:Combining mass media, mobile, and user action/Nissin Noodles
2) Case Study 2:Ad Campaigns that Integrate Mixed Media/"Tokusen"
3) Industry Report:Final Results for the Mobile Project Awards 2004
4) Mobile Research:Adoption and Usage of Camera Phones
5) Carrier Trend:NTT DoCoMo Launches "i-mode FeliCa" Service
6) Japan Cellular Subscriber Data

1)Case Study 1:Combining mass media, mobile, and user action / Nissin Noodles

This past year,Nissin noodles launched an integrated marketing campaign that linked a wide range of traditional advertising with mobile media,enabled through the use of a"Toku Number" that was valid for users across all three of Japan's mobile networks.

 

First, the five-digit Toku Number was publicized in a broad informational campaign delivered via magazines, newspapers, and radio. The campaign invited users to visit the Nissin campaign site, and also gave specific details about the special campaign mobile site,which featured exclusive mobile-only gifts, including a ringing tone based on the campaign TV commercial jingle,and a mobile Java game.In addition, users could sign up at the campaign site to enter a competition for other gifts.

 

In this campaign, mobile Internet was not used merely as a response tool, but as a medium for transmitting specific information about the campaign and products being promoted. Mobile was positioned between mass media promotion and user action, thereby serving as an effective means of triggering users to participate in the campaign.

 

In drawing radio listeners to a mobile campaign site, the Toku number is a very efficient tool, since all that is required is to notify listeners of a simple, easy-to-understand number.
Most radio listeners keep their mobiles handy, and will punch in the number when they hear it broadcast and immediately access the site. Radio excels in terms of triggering this kind of spontaneous reaction.

 

At the same time, newspaper and magazine media are particularly strong in terms of exerting a continuous effect on their audience. By combining audio and publishing media, this campaign was able to realize both results both in terms of spontaneous reactions and continuous effect. In this way, the Nissin campaign can be looked upon as a kind of model case study for how to link mass media and mobile through the effective use of a Toku Number.

2)Case Study 2:Ad Campaigns that Integrate Mixed Media/D2C's"Tokusen"

Many corporate campaigns have come to incorporate a mobile strategy, but many companies still find themselves searching for definite methods and approaches.In particular, among companies carrying out promotions using mass media, much of the discussion has focused on how they can utilize mobile to attain effective linkage between different the elements in their campaigns.

 

While mobile can easily be exploited to get good results in terms of personalization, it can be used to even greater effect in the context of a mixed media campaign.

 

As a carrier representative, D2C Communications (D2C) designed its"combined ad" campaign known as "Tokusen" to make mixed media campaigns easy to carry out.

In the "Tokusen", an ad column is readied in magazines and sports newspapers, and the sponsor's mobile content and campaign information is promoted via that space. Furthermore, a site access service number or "Toku Number" is allocated for the respective sponsor that will take users directly to the campaign site.

 

When users see the Tokusen ad in a magazine or other media, they simply input the Toku Number to access the respective company campaign site, which can be done via by any of the three mobile operator networks, such as the A"Tokusuru menu" on i-mode.

The ability to reach all 71+ million users across all mobile networks in Japan, including those on NTT DoCoMo, au, and Vodafone, is one of special advantages of the Toku Number system.

By linking mobile and paper media, the Toku Number offers companies the ability to reach otherwise inaccessible target segments. It also offers users another channel by which to get desirable entertainment content for their phones as well as to learn about campaign information that interests them.

 

With mixed media campaigns anticipated to expand in the future,"Tokusen" offers a concrete approach for integrating mobile Internet with other media.

3)Industry Report:Final Results for the Mobile Project Awards 2004

The winners of the Mobile Project Awards 2004, which was hosted by the Mobile Content Forum, were announced on July 21 at the Wireless Japan mobile business conference held at Tokyo Big Site on July 21. Founded in 1999, the Mobile Content Forum is Japan's largest mobile trade association, made up of over 180 companies active in Japan's wireless space.

 

The goal of the Mobile Project Awards competition was to honor project teams and individuals from the mobile world for excellence in their contribution to the development of the industry. Winners were selected by a panel of judges who reviewed an array of outstanding applicants and other participants. Competitors were divided into four categories: Mobile Content, Mobile Platforms, Mobile Hardware, and Mobile Solutions.

 

The winners in each category were as follows: Mobile Content: KDDI/EZ Naviwork (a GPS service); Mobile Platforms: KDDI/EZ Flat (a new flat-rate packet data fee service); KDDI/Infobar (a sleek, uniquely designed mobile handset); and Mobile Solutions: Denso Wave / QR Code (a 2-D mobile barcode service).

 

In addition, in the Mobile Solutions category, awards were given to "D2C, Mediba and Japan Mobile Communications / Toku number," (outlined above): to Cybird / "One Push" (a solution that links TV and mobile), and to Flex Firm / Meisterpad (a mobile site builder/checking tool).

 

In the Mobile Solutions category, along with the awards won by the QR Code and Toku Number,these two entries were given Special Mention for increasing convenience and ease of use for mobile users.

 

The competition results showcased how the establishment of mobile marketing solutions in the industry is bringing both companies and users to recognize the value of mobile. More exciting results are anticipated for the upcoming Mobile Project Awards to be held next summer in 2005.

4) Mobile Research:

In Japan today, a wide variety marketing surveys are conducted directly from participant's mobile phones. These surveys can prove extremely valuable in collecting otherwise inaccessible information about new consumer markets. The survey featured below focuses on the frequency with which i-mode users visit mobile Internet websites.

***********************************************************
Result of 123th Survey March 22-29,2004
Respondents: 23,060 i-mode users
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The following is a survey conducted to study the adoption of camera phones and associated user behavior. It was conducted by the Internet-based research service INFO PLANT Co., LTD (Head office: Tokyo, Japan). Survey data was collected via the "Tokusuru Menu (*) " on i-mode based on valid responses from 23,060 i-mode users during a one-week period between March 22-29, 2004.

 

* The Tokusuru Menu is an original service developed by D2C, accessible by selecting item no. 4 from the i-menu of NTT DoCoMo's i-mode service portal. It carries beneficial information such as campaign information.

 

<Survey Results Summary>
87.5% of i-mode users surveyed had camera phones, of which 98.6% made active use of the camera function.
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87.5% i20,168 peoplej of the respondents reported having phones with a built-in camera. There were no major differences in these results along gender lines. However, looked at by age and gender, slightly fewer women in the over-50 group reported having camera phones. (Table 1)

 

Of the group that reported having a camera phone, nearly all (98.6%) reported making use of the camera function. As for frequency of use, the majority (33.5%) reported using the camera 2-3 days per month, while 30.4% used it 1-2 days per week, 17.2% used it less than once per month, 12.1% used it 3-4 days per week, and 5.4% used it more than 5 times per week. There were no major differences by age/gender, although there was generally higher use of the camera phone among males and females under 19 (1-2 days per week) than in other age groups (males under 19: 60.9%, females under 19: 70.4%). (Table 1.2)

 

Among those taking pictures with their camera phones, 40.5% of males take pictures of friends and acquaintances, while 48.2% of women take photos of family and relatives. Again, comparing males to females, the most popular uses of the camera phone among males were, in descending order, to take pictures of friends and acquaintances (40.5%), followed by sceneryi36.1%jAimages as a visual memo (35.2%), and friends and family i34.9%j. Among females, the order tended to be family/relatives (48.2%), followed by friends/acquaintances (45.4%), pets (36.5%), and scenery (32.9%). In addition, in comparison to 13.9% of males who took pictures of themselves, more females used their camera phones to take self-portraits (22.3%), whereas more men took photos of "things outside of interest" (29.8%) than did females (20.6%).

 

When looked at by age/gender, males and females under age 20 were far more likely than other age groups to take pictures of friends/acquaintances. In addition, more so than men in their 30s and 40s, women in their 30s mostly took pictures of family/relatives, while men over 50 mostly took pictures of scenery. (Table 2-1, 2-2)

 

*70% of men who take pictures with camera phones look at them on their phones while women tend more often to send them to others or use them as screensavers/wallpaper.

 

Of those who take pictures with their camera phones, 72.1% of men mostly just look at them on the phone, while 57.8% use them as screensavers/wallpaper, and 53% send them to others. Among women, nearly 70% tended to either send them to friends, use them as screensavers/wallpaper, or look at them on their phones. In addition, men were more likely to send them to their own PC email, or use them as a visual memo or reminder. (Table 3-1).

 

Looked at by age and gender, more than other groups, both males and females in the age group under 19 reported looking at their pictures on their phones, while women in their 20s tended to send them other mobile users, with women over 30 generally using the images as wallpaper or screensaver. (Table 3-2)

 

<Survey Description>
Questions:
(1)Does your phone have a built-in camera?
(2)How frequently do you use the camera in your mobile phone? (Choose 1)
(3)What do you mainly take pictures of with your camera phone (choose up to 3)
(4)What do you do with the photos you take with your camera phone? (Choose up to 5)

 

Survey method: open survey, using Tokusuru Menu on i-mode site.
Survey period: March 22 to 29,2004(one week)
No.of valid responses: 23,060
Rate of valid response by gender: male 34.0%, female 66.0%
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Q1)Does your phone have a built-in camera?

 

<Data 1>Mobile Users with Camera Phones(By gender/age)

 

Q2)How frequently do you use the camera in your mobile phone? (Choose 1)

 

<Data 2>Gender/AgeiBased on 20,168 respondents with camera phones

 

Q3)What do you mainly take pictures of with your camera phone (choose up to 3)

 

<Data 3-1>By Male/Female (Based on 19,794 users who use camera function)

 

<Data 3-2>By Age (Based on 19,794 users who use camera function)

 

Q4)What do you do with the photos you take with your camera phone? (Choose up to 5)

 

<Data 4-1>By Gender (Based on 19,794 users who use camera function)

 

 <Data 4-2>By Age (Based on 19,794 users who use camera function)

 

** Questions and Interviews for this survey**********
INFO PLANT CO., LTD.
Email:info@info-plant.com
TEL :+81-3-3367-1967, FAX :+81-3-3367-1961
*****************************************************

5)Carrier Trend:NTT DoCoMo Launches"i-mode FeliCa" Service

NTT DoCoMo launched its "i-mode FeliCa" service on July 10, marking the commercial introduction of contactless IC cards embedded in DoCoMo i-mode mobile phones. Such IC cards were already in use in Japan for train ticketing, micro payments at convenience stores, and ticket admission for office buildings and events. Yet the integration of this function into mobile phones is a market first, and is anticipated to dramatically increase convenience for mobile users.

 

Perhaps the most prominent advantage afforded by i-mode FeliCa is the possibility of making cashless and cardless payments. That means no longer needing to pull out money to make small payments at participating stores, or to carry around wallets packed full with train passes or various store point cards, since these can now be replaced with a i-mode FeliCa-enabled mobile.

 

Second, users can top up their phone cash online via the Internet connection on their phones. Previously, users of contactless cards had to top up their cards with cash using special networked chargers located at points of sale.

 

Finally, users can check the balance of their built-in FeliCa card on their phone screen. With previous IC cards, users had to check their card balance with a special reader or charger, or they would have to risk using their card only to find out too late that they had insufficient funds available. Users of i-mode FeliCa can also check onscreen the history of their cash purchases, as well as previous train rides, or store visits with their point cards.

 

NTT DoCoMo has positioned i-mode FeliCa as linking the mobile Internet with real world activities in shops and other actual daily life venues. The introduction of i-mode FeliCa marks a change from NTT DoCoMo's previous business model, which was based on collecting packet data fees from the usage of mobile Internet services. The business model here is directed toward collecting licensing fees from companies that make use of FeliCa to process transactions.

 

Revenue will be earned indirectly by DoCoMo via the companies it has funded to enable the FeliCa service, namely, BitWallet (which provides the transaction services) and FeliCa Networks (which issues the i-mode FeliCa license).

 

According to Takeshi Natsuno, who heads up NTT DoCoMo's Multimedia Services, the linkage of real commerce with mobile services marks the 3rd phase of services in the five-year period since i-mode and mobile Internet services were first introduced in 1999 and mobile services made their leap beyond voice-centered functions. By moving toward a more long-term business model and bringing to market the linkage between mobile and real commerce, NTT DoCoMo is aiming to transcend the previous framework of mobile communications and create entirely new business opportunities.

6) Japan Cellular Subscriber Data

Here is the latest Japan cellular subscriber data for your reference.
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